Six Ways to Screw Upa Design Persona
Make it stereotypical
1
STEREOTYPETOO CONTRIVED
AVERAGE JOEAUTHENTIC, BUT UNINSPIRING CHARACTER
INSPIRING AND BELIEVABLE
SUPERHEROUNBELIEVABLE
Make it static
2
Never judge a person by his clothes or his act.- Glenn O’Brien
OTHER STUFF
TIME SPENTFIGHTING/ROCKING
RICH FRANKLINALICE COOPER
TEACHING
TIME SPENTFIGHTING/ROCKING
TRANSITION
TRANSITION
RICH FRANKLINALICE COOPER
Feel comfortable
3
Speak generically
4
Joe Six-Pack < Joe the Plumber
“ Anyone else noticed how Subaru is using The Pogues ‘If I Should Fall From Grace?’ in their soccer mom commercial? Maybe the rapture is right around the corner....”
Lack detail
5
vs
Match it to segmentation
6
vs
DESIGN TARGETS
CONSUMERSEGMENTS
1 Make it stereotypical2 Make it static3 Feel comfortable4 Speak generically5 Lack detail6 Match it to segmentation
1 Be unique2 Make it dynamic3 Get out of your comfort zone4 Use an authentic voice5 Detail to explore6 Complement segments